Why Target The Tablet?

With audience buying a critical part of digital advertising - or traditional advertising channels, for that matter - where does the tablet fit in?

Some think of it as "lean back" experience similar to TV. If so, should brand marketers get excited and start targeting devices with tablet screen resolutions? On the other hand, perhaps the device's more diminutive size in comparison to a laptop or desktop computer lends itself to mobile, on-the-go usage and transactions.

We asked a cross-section of industry executives their thoughts on the tablet. Specifically:

"Audience buying is just a shift in the media buying paradigm in an effort to balance advertising efficiency and consumer experience. The other major shift in our industry is that mobile is no longer a channel. It's a consumer access point. When you combine these trends, tablets become very interesting. They are mobile, but offer a richer consumer experience so simply applying a gif to your print ad or just re-using your standard 15 or 30 second TV spot won't work. Nor will your run of the mill web-based ads, rich media or otherwise. Yet often the media real estate is bundled with a print, TV, and/or web buy. To truly deliver a positive consumer experience one needs to understand the tablet functionality and the role it plays for your target audience. This is where audience-focused buying has its largest potential. You can combine hyper targeting and efficiency with the ability to deliver highly relevant advertising that leverages the mobility and functionality of the tablet to create a richer consumer experience."

"Tablet advertising is key. Tablets are now taking what we called conversation time, conversion time, time when users had the time to research, buy goods, etc. This particular time, which is more laid back time, is super impactful because it also intersects with family and TV time allowing for decisions to be influenced, and made. A similar trend has been seen where Tablets are now replacing coffee table print magazines, which is very much a long form relaxation at home as well; still in its early infancy but growing rapidly with the decline in the print industry.

On top of that, Tablet advertising lends itself to long form, or engaging, [experiences that] touch closer to the nervous system than we typically are willing to give it credit for. The notion of, "I have time on my hands," alongside the ability to be super creative and engaging is very attractive for brand/performance advertisers who are trying to find the best value for a good buck, ensuring ROI. But besides the tablet consumption, and just the creativity aside, both Apple and Microsoft have accepted the fact that iPad did cannibalize their home Mac and home PC sales, suggesting just pure reach/frequency value. End of the day, advertising is a reach and frequency game. And Tablets, along with desktop, mobile, and TV's have a place in that game.

And yes, our kids (for those like me) may use glass for keyboards so these touch based large screen devices may be the only future."

Tablets are a natural platform for advertising: With tablets, we’re seeing the first real shift away from traditional display advertising where brands are looking to drive awareness with high impact units. With its large screen size and easy interface, the tablet is the first credible alternative for brands to the desktop/laptop advertising format. And what we’re seeing in terms of consumer consumption habits underscores this fact. Consumers are embracing tablets as a substitute for, rather than a supplement to, traditional computing—unlike smartphones, the user session tends to be longer and the activities more akin to laptop/desktop sessions. As an industry, we have an opportunity to rethink the static approach to size and placement that has limited the desktop user experience in this truly transformative new medium.

User Experience: The tablet environment excels in video viewing and content personalization. This combined with the gestural and tactile interactions tablets afford gives brands the ability to push the ad experience beyond what was traditionally thought possible. Technologies like dynamic creative optimization and responsive creative will play major roles in the tablet user experience, delivering the right personalized message that seamlessly fits into the user environment. No more boxes next to content like we see today on desktops. In the next 3-5 years users will come to expect this type of experience, and brands that are not testing and learning now will fall behind.

Multi-screen: Moving forward as more screens are connected and leverage the same network, brand advertisers will move away from buying or targeting a device and/or platform and instead focus on buying or targeting an audience irrespective of the screen or platform through which they connect. Tablets are the first device that bring the convergence of TV, desktop and smartphones into a single experience."

"Here is a device that people carry everywhere, from the office to the living room and even into the bedroom – a visual and tactile immersion so compelling and seamless that even two-year olds feel completely at ease – and probably the best screen they’ve ever seen too (Retina). Considering today’s lifestyles and media consumption habits, is there a better place for people and brands to “meet” around specific interests? The receptivity of the audience, due to the quality of the environment and context, are so high that it gives brands a chance to reach new levels of intimacy and emotion. Time spent in mobile apps surpassed web browsing a year ago. By the end of the year, there may very well be 100M iPads in the world. The question we hear more and more is not “why?” but “how?” There is an opportunity for a special connection. It needs to be handled with care. It requires a special touch. You don't need to hit people on the head. There is a reason why they are already here, doing or looking at things they love. So the question is how do you make your brand part of the show?"

"Any marketer who is running a mobile advertising campaign should absolutely target tablet audiences. Tablet consumers cannot simply be lumped into a “mobile” audience and need to be separated from smartphone device audience for several reasons.

Tablet users are more engaged during weekday evening hours and on weekends, whereas smartphone users are “always on.” Moreover, conversion rates and purchase behaviors on tablets are significantly different from smartphone users, skewing slightly higher to a more affluent audience.

According to a recent study from Google, activities that begin on a tablet are more commerce-related, such as booking travel or shopping. 11% of online shoppers in the study began their experience on a tablet. Desktop (39 minutes) still trumps mobile (17 minutes) in terms of time spent per session, but tablet is closing in at 30 minutes spent per session.

Mobile creative should also be separated when it comes to targeting audiences on tablets. Tablets have a larger surface area, and are ideal for rich media and 3D ads, which entice and engage the consumer to interact with the ad."

"As new studies are released daily on climbing consumer adoption rates for mobile devices, I find myself increasingly questioning why brands are spending billions on TV ads when eyeballs are drifting elsewhere.

This growing trend is drastically overlooked and underrepresented when brands divvy out their ad dollars. The pressure to engage consumers over multi screens and devices is more fragmented than ever. Brands must look for innovative new ways to connect with consumers in a manner that drives purchases and long-term customer loyalty. Connected devices, such as mobile phones, tablets, and computers are a way of life for many. According to a recent Nielsen study, nearly half (49%) of respondents purchased a product online and 37% purchased from online-only stores most frequently. What if brand marketers put their mobile marketing strategy first?

Today, when you view a TV ad you typically get a one-dimensional experience that is over in 30 seconds. However with tablets and mobile phones, the multi engagement opportunity is endless, with consumers interacting and participating with brands on multiple levels. That deep level of interaction is where the consumer often creates a powerful emotional connection with your brand.

Imagine if you were a retail brand marketer, would you prefer to execute a campaign on TV that is essentially limited to the video experience or would you find increased value by providing consumers with a multi-dimensional campaign that includes video with the options to click directly to your store online or find the closest retail store to purchase the item you are advertising? With the mobile phone and tablet audience you can not only provide your brand message, but also include an opportunity for direct response and action. Think about it, when was the last time you called a 1800# from a TV ad?"